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Tijdens het B2B Webinar Festival op 16 januari 2014, legde Ingrid Archer, managing partner van spotONvision, uit hoe je content succesvol kunt recyclen en inzetten in jouw marketingstrategie. Je hoeft namelijk niet continue het wiel opnieuw uit te vinden. Kijk allereerst wat je op de plank hebt liggen. Tijdens het webinar gaf Ingrid praktische voorbeelden en tips over hoe je jouw oude content, succesvol kunt hergebruiken. Heb je het webinar gemist? Bekijk dan hier de slides. Voor meer informatie; bekijk de website van spotONvision: www.spotonvision.com. spotONvision organiseert jaarlijks het B2B Marketing Forum. Voor meer informatie: www.b2bmarketingforum.nl.
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Recycling and Re-purposing ContentCase Studies
Your Host:Charles van der WalInbound Marketeer@[email protected]
Presented by:Ingrid ArcherManaging Partner@[email protected]
16th January 2014
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The Buyer Contentmarketing
Lead Management Marketing Automation
Our services
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Questions?
GoToWebinar: “Chat” or “Ask a question”
Or
Twitter hashtag #b2bnlTwitter: @spotonvision
@ingridarcher#b2bnl
① A case
② Content challenges
③ Recycling or re-purposing your content – why?
④ Content recycling in 5 steps
⑤ Content recycling ideas
⑥ 3 final tips to be successful
Agenda
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Charlotte
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List of possibilities
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① A case
② Content challenges
③ Recycling or re-purposing your content – why?
④ Content recycling in 5 steps
⑤ Content recycling ideas
⑥ 3 final tips to be successful
Content challenges
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80% of your marketing materials is not used (source: IDC)
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Content for each phase in buying cycle
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Main challenges are: • Interaction through
content• Producing enough
content• Producing right
variety of content
The Content Challenges in NL - 2012
spotONvision & TNS NIPO B2B Marketing Barometer 2012
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Recycling or Repurposing
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Poll: Maak jij gebruik van Content
Recycling in jouw organisatie?
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① A case
② Content challenges
③ Recycling or re-purposing your content – why?
④ Content recycling in 5 steps
⑤ Content recycling ideas
⑥ 3 final tips to be successful
Recycling or repurposing
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Why?
Budget
Plenty on the shelf
Reaching target audience through
different channels/ways
Why invent the wheel again
Search Engine Optimization
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① A case
② Content challenges
③ Recycling or re-purposing your content – why?
④ Content recycling in 5 steps
⑤ Content recycling ideas
⑥ 3 final tips to be successful
Content recycling in 5 steps
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Content recycling in 5 steps
Make an inventory of your existing content
Categorize
Read and check it all
Judge and prioritize (‘from big to small’ or ‘from small
to big’)
Create content planning in line with your goals and
budget
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① A case
② Content challenges
③ Recycling or re-purposing your content – why?
④ Content recycling in 5 steps
⑤ Content recycling ideas
⑥ 3 final tips to be successful
Some ideas
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Repurposing: Start Big and Break Down
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Survey results online
Interview with one of the authors
Press release
Summary of the resultsBlog post about the survey in general
1 article per chapterWebinar
about the survey
The long life of a Survey
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Nuon Masterclass
Video interview all speakers
Impression video
Report of the day6 short articles
eBook
Webinar about same topic
The long life of an Event
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Annual Reports: pick out the clever bits
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Repurposing: Start Small and go Big
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Series of articles
Publish 1 by 1 over time
Bundle articles into 1 paper
Blog post about the paper in general
Webinar series per chapter
Ppts on Slideshare
The long life of an article
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Good Stuff for recycling and repurposing
Quality Control for Manufactur
ing
The Employee Manual
Do’s & Don’ts when
working with clients
Annual Reports & Brochures
Articles Whitepapers
Magazines and
newsletters
Powerpoints
Q&A’sContent
from customers
Videos Events
Infographics Demos
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Why invent the wheel?
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Remember: The Rule of 5
5
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Promotion – power of social media
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① A case
② Content challenges
③ Recycling or re-purposing your content – why?
④ Content recycling in 5 steps
⑤ Content recycling ideas
⑥ 3 final tips to be successful
3 content tips to be successful
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Be relevant to your readers
1
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It’s not about you (put yourself on the side..)2
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Optimize your content3
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Want more? Downloads are available
eBook on Content Marketingwww.spotonvision.com
ePocket on content recycling www.spotonvision.com
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Q&A
via “Chat” or“Ask a question”
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Want to know more? Or need help?www.spotonvision.com
@spotONvision@b2bmktforum@ingridarcher
LinkedIn groups: B2B Marketing Forum & Passion for B2B Marketing
http://www.youtube.com/user/spotONvision
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